Shah Rukh Khan, Ajay Devgn and Tiger Shroff face notice over pan Masala advertisement
The Food and Drug Administration (FDA) of India’s Maharashtra state has issued notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance as brand ambassadors in an advertisement for a cardamom product. The regulatory authority has sought written explanations from the three actors, alleging that the advertisement, although presented as a promotion for cardamom, appears to indirectly promote pan masala, which is banned in Maharashtra.
According to the Maharashtra FDA, the advertisement is being presented as a campaign for cardamom, but its branding and promotional content allegedly amount to an indirect advertisement for a prohibited pan masala product. The authority has raised concerns under the provisions of the Food Safety and Standards Act, 2006, which regulates the advertising and promotion of food-related products and seeks to prevent misleading promotional practices.
The notices issued to Shah Rukh Khan, Ajay Devgn and Tiger Shroff direct the actors to submit their written responses within 15 days. The FDA has asked them to explain their involvement in the promotional campaign and clarify their position regarding the advertisement.
The authority has also directed the three actors to immediately stop promoting the campaign. In addition, they have reportedly been instructed to remove all related promotional material from their respective social media accounts. This includes content connected with the advertisement that may continue to promote or publicise the product.
The action comes amid continued regulatory scrutiny of surrogate advertising in India. Surrogate advertising refers to a practice in which a company promotes a product or brand associated with a restricted or prohibited item by advertising another product under a similar name, branding or identity. Such campaigns can allow companies to maintain visibility for products that cannot legally be advertised directly.
Pan masala and related tobacco products have remained the subject of health and regulatory concerns in India because of their association with serious health risks. Several states have imposed restrictions or bans on particular products and their sale, manufacture or promotion.
The involvement of prominent Bollywood celebrities has added further attention to the issue. Shah Rukh Khan, Ajay Devgn and Tiger Shroff are among India’s widely recognised actors, and their participation in commercial campaigns can give brands significant public visibility, particularly through television, digital platforms and social media.
The Maharashtra FDA has warned that failure to provide a satisfactory explanation within the specified 15-day period could lead to further legal action against the actors. The authority is expected to examine their responses before deciding what action, if any, should follow.
The notices highlight the growing responsibility placed on celebrities who endorse consumer products. Regulators have increasingly emphasised that public figures should exercise caution when promoting products, particularly where advertising may potentially violate food safety regulations or restrictions on prohibited products.
For now, the three actors have been given an opportunity to respond to the allegations. Any further action will depend on the explanations submitted to the Maharashtra FDA and the authority’s assessment of whether the advertisement violated applicable laws.
